In a bold move that underscores the deepening ties between the UK and Australia, VisitBritain is set to embark on its first trade mission to Australia in nearly a decade. Spearheaded by VisitBritain Chairman Nick de Bois CBE, this historic five-day mission, from September 9th to 13th, will make significant stops in Sydney, Melbourne, and Brisbane. The initiative marks a pivotal moment in British tourism, with a delegation of top-tier travel trade representatives and industry suppliers prepared to showcase what the UK offers.

A Strategic Move to Strengthen Ties

The trade mission aims to capitalize on the growing interest from Australian travellers, a market forecasted to contribute a record £1.7 billion to the UK economy in 2024. The visit is not merely a business expedition but a strategic engagement designed to reconnect and strengthen relationships with essential Australian travel buyers. One-to-one business meetings will serve as the backbone of this mission, offering Australian buyers the unique opportunity to engage directly with British suppliers, explore the latest travel products, and discuss new business ventures.

Nick de Bois CBE expressed his excitement about the mission: “I am delighted to be leading VisitBritain’s first trade mission to Australia in nearly a decade. This is a timely and valuable opportunity to harness the strong growth we’re seeing from this significant inbound visitor market, forecast to be worth a record £1.7 billion to our economy this year. The friendship and connections between our countries already run deep. The size of our delegation shows the enthusiasm from British tourism suppliers to do business with Australia and to hear first-hand from buyers on the motivations and trends driving outbound travel.”

Showcasing British Excellence

The delegation comprises diverse British tourism stakeholders, including hotels, visitor attractions, destination management companies, retailers, and tour operators. These representatives span the entire breadth of the UK’s nations and regions, each eager to highlight their unique offerings to the Australian market.

During the mission, delegates will engage with Australian travel advisors through networking events and specialized training sessions. These interactions are crucial in converting the Australian demand for British travel experiences into tangible bookings, ensuring Australian visitors can access a wide range of British itineraries.

A Campaign to Inspire and Engage

Adding further excitement to the mission, VisitBritain will provide updates on its upcoming multi-million pound ‘Starring GREAT Britain’ campaign. Set to roll out across major inbound markets, including Australia, in early 2025, the campaign is designed to leverage the growing trend of screen tourism. With 86% of Australians keen on visiting film and TV locations during their trip to the UK, the campaign promises to be a significant draw for future visitors, encouraging them to explore more and stay longer.

An Unprecedented Opportunity

The Australian market’s enthusiasm for British tourism has never been higher. In 2023 alone, the UK welcomed a record 1.2 million visits from Australia, a 10% increase from 2019. This surge in interest highlights the strong connections between the two countries and emphasizes the importance of this trade mission. By directly engaging with the Australian market, VisitBritain aims to cement its position as a leading destination for Australian travellers.

As the mission unfolds, the eyes of both the UK and Australian tourism sectors will be closely watched. This mission’s outcomes can potentially set new benchmarks for international travel cooperation and economic impact.

With such a robust delegation and a clear vision for the future, VisitBritain’s trade mission to Australia is poised to be a defining moment in the history of British tourism, paving the way for increased visitor numbers and more robust economic ties between these two great nations.

Written by: Octavia Koo

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